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Marc H.Rudov

Be Unique or Be Ignored: The CEO's Guide to Branding

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  • Ann Catherine Dizon Perezhar citeretfor 6 år siden
    A brand is not a jargonized, functional description of your product; it is your value proposition, your billboard, your opening statement, your barcode, your reason d’être, the jar that exposes your jam. Products and technologies change every six months, but a strong brand outlives both.
  • Ann Catherine Dizon Perezhar citeretfor 6 år siden
    Likewise, we gravitate to a vendor that gets to “the point” quickly, succinctly, memorably: We know your problem, have a unique solution, and urge you to act now. Never do we confuse a unique vendor with its jargon-spewing, white-noise-dwelling rivals, which force us to play eenie meenie miny moe.
  • Ann Catherine Dizon Perezhar citeretfor 6 år siden
    Branding has two components: the message and the megaphone (the branding platforms): homepage, tradeshows, CEO keynotes, radio/TV interviews, salesforce, sales training, product/corporate brochures, financial documents, industry and financial analysts, IPO roadshows, advertising, PR, joint ventures, partnering, articles, and social media.
  • Ann Catherine Dizon Perezhar citeretfor 6 år siden
    Finally, the antithesis of brand is commodity. If your brand is indistinguishable from those of your competitors, you are selling a commodity; customers will treat it and buy it accordingly—if they notice it at all. Is that what you want?
  • Ann Catherine Dizon Perezhar citeretfor 6 år siden
    If people don’t “get” your brand—your value proposition—within 15 seconds, they’ll resist purchasing from, investing in, and writing about your firm. Or, they’ll ignore it altogether.
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